Fishbein and Ajzen showed in their research that behavior is best predicted by an individual’s attitude toward the behavior rather than the attitude towards objects involved in the behavior [17]. Therefore, in this study, we will focus on the attitude toward the behavioral intention to adopt the mobile entertainment service, rather than the attitude towards the mobile entertainment service (MES) itself. There is considerable evidence that intention to perform a behavior predicts the actual behavior [17]. As examined through TRA (Theory of Reasoned Action), we also assumed that the intention to adopt the innovative service is directly connected to the actual use of system.